12 ways to tackle the summer lull
If you’re reading this as I write it, in August, and you’re experiencing a summer lull, then I have some bad news.
It’s too late to fill it with client work.
Sorry.
But don’t worry, it’s not uncommon to experience a slowdown over the summer months. It might not happen every year, but you shouldn’t be too surprised when it does.
The good news is that there are plenty of productive activities that you can do straight away.
Here are 12 suggestions:
Use the downtime
Having a bit of relief due to a reduction in client and project activity can be a blessing in disguise. It gives us time and space to tackle all of those tasks we put off when we’re too busy. It’s a great opportunity to work on the business, not in it.
1. Team reviews
The summer months (together with late December and January) are often the quietest time of the year. This means it’s a good time for you and your team to conduct annual reviews. Look back at past achievements and ahead to future areas of focus.
2. Team development
Time while the team isn't ‘learning on the job’, is a great opportunity for learning and development activities.
Encourage team members to get out of the office; attending conferences or networking events.
Arrange dedicated training. It could be group workshops, or individuals learning new tools, technologies, or software.
Sessions can be led by senior staff members. Or you might decide to bring in an external expert (ahem).
3. Side projects
Make, or offer time for side projects. They’re a great way to demonstrate capabilities, or help break into a new category, or sector. You could even try something entrepreneurial, or explore new revenue streams.
Side projects should be something you’re passionate about, that the team will enjoy. But make sure you choose something with a strategic purpose (see above).
Treat it like a client project. Write a brief, make a time plan – and stick to it.
Related to my previous point about training, side projects are a great way to let people try out new responsibilities, without the pressure of external clients.
4. Company positioning and proposition
This is quite a big one, but while you have headspace, it can pay to take a higher altitude look at the marketplace and your position within it. Particularly if you haven’t done it for a while.
The market is always evolving. Client needs and expectations change. New players emerge.
Ask yourself: 'What makes us different? And better?'
Do you have an edge? Is it time for you to refresh your offer to keep up, or jump ahead?
5. Business development assets
I wish I had a pound, dollar or euro for every time I’ve heard:
‘Sorry, our website’s a bit out of date’.
Now is the ideal time to fix it. It might not need a complete overhaul – adding some compelling recent case studies to your website and credentials deck will really help. Even just new imagery and copy will freshen things up.
6. Operations
Get your house in order. Review your systems and processes. Look for ways to streamline workflows, perhaps with templates. Trial and implement new ideas.
Analyse project and client data to see which projects and clients have been the most profitable. Formulate plans to improve the weakest.
Review and update your pricing. You should be doing this every year. Now is as good a time as any.
7. Build your ‘bench’
Review your roster of freelancers, contractors and suppliers. Are your current ones still practicing? Do you have any gaps?
You might even identify complementary businesses and explore collaborative relationships.
8. Rest and recharge
Take time away for strategic thinking. Organise offsite days, or a planning retreat.
Review mid to long-term goals and make adjustments.
Last, but not least, take some time off – so you’ll return refreshed and ready for the next busy period.
Prepare for Q4
The most obvious thing to do in any lull is to keep it as short as possible. But the summer months might not be the best time to go big with new business initiatives. It can be better to use the time to prepare for the next sales cycle in Q4.
9. Marketing strategy and plan
If you don’t already have one, now’s a great time to formulate a marketing strategy.
Can you sharpen your Ideal Customer Profile (ICP)? Which channel(s) will you focus on? Who from the team will be involved?
Then make a realistically achievable execution plan, with a calendar. And commit to it.
10. Marketing content
Prepare some materials, ready for the implementation of your marketing strategy. They could be thought-leadership pieces, industry insights or case studies.
Queue a few things up while you’re quieter, so they’re ready to go when you get busier.
11. Account management
Review your biggest and best clients. If you have multiple contacts, draft an org chart showing how they fit together, and who from your team looks after each of them.
It’s easy to get complacent with existing clients, so take the time to think about how you can service them better, and what you can offer them proactively.
12. Strengthen relationships
Reach out to current and lapsed clients. Don’t try to sell hard, they’re probably not buying right now anyway.
Just take the opportunity to check in and catch up informally. Clients often slow down over summer too, so if ever they have 30 minutes for a coffee (IRL or virtual) it’s now.
The design business is notorious for periods of feast and famine. Of course we should make our best efforts to smooth these out, but the reality is, they happen. Especially over the summer and winter holiday seasons.
Use these quieter periods wisely – to catch up, or get ahead. Think of the time spent on these activities as an investment, not a cost.
Finally, don’t take it all on alone. Lean on team members and delegate. Involving them in non-client work during quieter times will help with spreading the load when busy.
If you feel a bit stuck, or would just like someone to bounce ideas off, I can help with many of the things on this list.
Please book a free, no obligation call here if you'd like to talk them through.
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I built a 100-person international design consultancy, before selling it.
Now I work independently, providing:
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